With the 2025 winter holidays having just ended, the ANMSM – Atout France National Observatory of Mountain Resorts has drawn up a generally satisfactory report on the attendance of French resorts. With an average occupancy rate of 83% for all accommodation, the winter season confirms the appeal of the French mountains to holidaymakers, both national and international. However, disparities persist depending on the mountain range and the school calendar.
Contrasting attendance depending on the week and the school zone
The structure of the school calendar had a strong influence on the attendance at ski resorts during the 2025 winter holidays. The second week of the holidays (15 to 22 February), corresponding to the holidays in zones B and C, was the most dynamic, with an occupancy rate of 91%, up 8% compared to the previous season. On the other hand, the last week of the holidays (1 to 8 March), marked only by the presence of holidaymakers from zone A, showed a significant drop with an occupancy rate of 74% (-8%).
Survey methodology
The quantitative data presented in this note on the 2025 winter holidays (occupancy rate and forecast overnight stays) are taken from the G2A Consulting dashboard for Atout France-ANMSM. They cover a panel of around 700,000 connected beds representing 90 resorts. These data are updated on a weekly basis.
A qualitative survey, conducted from 24 to 26 February 2025 among the members of the National Association of Mayors of Mountain Resorts (ANMSM) and involving 26 respondents, complements the quantitative section of this note.
Jean-Luc Boch, President of the ANMSM, emphasises the importance of the school calendar for the economy of the resorts and advocates maintaining the four-week winter holiday period. An optimal distribution of tourist flows is essential to preserve the economic and ecological balance of the mountain ranges.
Winter holidays 2025: favourable weather conditions and snow cover
Snow conditions have been good overall across all the mountain ranges, thus contributing to increased consumption of snow activities. According to a survey of mountain professionals, 42% of them believe that consumption of resort activities is on the rise.
This is particularly true of ski schools, where 64% of respondents have seen an increase in demand. The number of people using ski areas is also up for 81% of respondents.
The Nordic ski areas also benefited from the favourable snowfall. More than 90 sites were still accessible during the first two weeks of the February holidays, particularly in Savoie, Haute-Savoie, the Southern Alps, Drôme and the ski resorts of the Pyrenees.
Winter holidays 2025: a revival in attendance for international customers
While the number of French customers remained stable compared with the previous season, the resorts recorded a slight increase in international visitors (+0.3%). Some nationalities showed a marked increase, particularly Scandinavians (+7.2%), Dutch (+4.2%), Germans (+2.8%) and Swiss (+0.8%).
An even more marked trend among North American visitors, with a spectacular increase of +10.6% for Americans and +21.3% for Canadians. This increase is mainly due to the fact that European ski resorts, particularly French ones, offer more competitive package rates than their North American counterparts. For example, resorts such as Vail or Beaver Creek in Colorado were offering day passes for $329, and others such as Breckenridge for $299.
The major European ski areas have implemented strategies to attract North American customers. These initiatives include tailored promotional offers, targeted communication in the American and Canadian markets, and partnerships with North American tour operators. In addition, some European resorts have adopted practices inspired by North American destinations, such as improved organisation of transport to the slopes and centralised services, thus increasing their attractiveness to American skiers.
Finally, a favourable exchange rate between the US dollar and the euro has also made holidays in Europe more affordable for North Americans. This favourable economic situation has enabled American and Canadian tourists to benefit from more attractive rates for their skiing holidays in Europe, despite the fact that they have to fly to ski in France.
On the other hand, the number of Belgian holidaymakers has fallen (-3.9%), while the British remain stable.
Encouraging prospects for March and the spring holidays
The post-season is looking promising with booking rates considered satisfactory for the month of March. According to mountain professionals, 52% of establishments have good booking rates, while 40% consider their booking level to be very satisfactory.
To boost visitor numbers during this period, several resorts have put together some attractive offers. The resort of Peyragudes in the Pyrenees is offering the ‘Marsien’ deal, a ski pass with super powers, designed to enrich the experience of skiers in March. This offer, valid from 16 to 30 March 2025, includes, for any booking of a minimum 2-day pass, a gift envelope containing more than €100 worth of benefits in the form of coupons to be used according to the visitors’ wishes.
For its part, the N’PY group is inviting skiers not to put their skis away in March thanks to the ‘Pow Pow Days’ offer, an initiative enabling skiers to benefit from midweek stays at advantageous rates. This offer, valid until 21 March 2025, includes two nights’ accommodation from €70 per person, at a selection of accommodation and resorts. It can also be combined with the No Souci Pyrénées card, offering additional discounts on ski passes.
As for the spring holidays, the forecasts are much better than last year. The forecast occupancy rate for tourist residences has risen from 17% to 30%, while that of holiday villages has increased from 22% to 32%.
In short, the 2025 winter season confirmed the attractiveness of French resorts despite a sometimes unfavourable school calendar. Thanks to generally good snow cover and rising demand, particularly from international customers, the mountain industry is approaching the coming months with optimism.
